6.
The CMO is under tremendous pressure “Traditional marketing - including advertising, public relations, branding and corporate communications - is dead” “Why CMOs Should Get Used to Less Control” “CMO will Spend More on IT Than the CIO”“79% of CMOs expect high to very highlevel of complexity in their roles” “CMO is under growing pressure to keep pace with rapidly changing digital media and globalisation.”September, 2012 Stephen Goodman / Confidential and Proprietary 6

15.
Marketing Teams are Struggling“We get a lot of complaints [from Boeing] about implementing ourAPIs. We don’t have big teams doing trouble shooting or educationon our API offerings…” Boeing’s marketing needs “dedicatedengineering and consulting resources to take advantage of variousAPIs.” – Senior Sales Executive at Google“My background is really communications… it is just not an areathat I’m familiar with.” – Executive in CMO’s office“…they still test by showing the C-boss multiple trade boothsoptions. A/B testing, landing pages, HTML5 video is not part of theirmarketing analysis, no less optimizing customer channels” – SeniorAgency Executive to Global B2B Company September, 2012 Stephen Goodman / Confidential and Proprietary 15

16.
Channels are going to be disrupted again…and again“In the past when a customer would interact with a business, the customerhad to go to the business’ context. With mobile devices, we’re seeingcustomers bring their own context with them. So the merchant has to startentering the customer’s space.” - Andy Raskin, MasherySeptember, 2012 Stephen Goodman / Confidential and Proprietary Source: ProgrammableWeb 16

19.
Programming strategy drives companystrategy¨ LuLu publishing, printing and distribution: 1.1 million titles, 200 countries¨ In order to grow global distribution channels, LuLu made their API strategy a business strategy: “The API for LuLu is not an engineering initiative. With LuLu, this is a company-wide initiative. Everybody in the company is focusing on our APIs. We care about our API strategy.” – Ryan Bloom, VP of Product DevelopmentSeptember, 2012 Stephen Goodman / Confidential and Proprietary 19

20.
Launch a new B2B service to millions¨ 1+ Million small business running online payroll¨ $3.9 Billion in Revenue¨ Twilio API build was “unprecedented time to market.” Built over a weekend, resulted in: Launching an easy-to-use service ensuring “the experience for customers was paramount.” • Enhanced existing product with “must-have” security • New customer acquisition and revenue streamsSeptember, 2012 Stephen Goodman / Confidential and Proprietary Source: Twilio 20